Gabrielle Louise was overjoyed when her infant son Jeremiah was featured in Primark’s new baby range last year.
Jeremiah – now 14 months old – went on to promote different children’s clothing advertisements, representing the beauty of darker skin.
He just saw the rewards of his labor when he came across a photograph of himself in a Primark store. He didn’t realize he was staring at a baby-faced version of himself for a long time.
Gabrielle told Metro.co.uk that it was crucial to have individuals with a dark complexion, particularly young people, represented in major ads because the beauty business frequently excludes them.
‘It was very overwhelming seeing him in the Primark store for the first time, we were so proud and couldn’t believe our son was now the main model in a store and not just online,’ Gabrielle told Metro.co.uk.
‘We actually first saw him in a store in Brooklyn, New York, as someone sent us a picture via his Instagram page, and then a few others sent us pictures from other stores around the UK.
‘We didn’t actually know it was going to be in stores as we had waited so long since the campaign went live so we thought it would just be online.
Jeremiah has gone on to advertise for Rochelle Humes’ skincare firm, a Pampers shoot, skin and hair company, and fashion magazines since his Primark campaign.
Jeremiah’s art isn’t simply limited to the United Kingdom; a newly opened American Primark store in Brooklyn featured Jeremiah’s photographs. As a result, Jeremiah has gone global.
And all of this happened at the little age of 14 months.
‘Jeremiah is only 14 months so I don’t think he was aware of the excitement we were all feeling, he did notice himself and started smiling and pointing which was cute.
‘Our family was very very happy! They have been telling all their friends as they are proud that they have a famous person in their family.’